What would you do if you won the lottery?
Brief
Camelot wanted to gain better insight into their 18-24 year old ‘Young Adult’ audience. Agencies were asked to pitch a number of campaign ideas which would be taken into audience testing and on to development.
Solution
Playgroup’s ‘Dream Builder’ was shortlisted and following successful user testing commissioned for development. Dream Builder is every young lottery players ultimate toy- a website that allows you to construct your lottery winning dream day. Working alongside design agency Odd we created a host for the competition- a ginger haired parody of the Million Dollar Man imbued with bionic spending powers.
The Flash website allowed you to generate your dream day from over 60 different lifestyle options themed into three different topics: Music, Sport, and Culture. These variants would provide a wealth of information about the Young Adults audience.
The site was supported by a viral and traditional banner campaign.
Results
Project in progress.
- Client: Camelot
- Project: The Dream Builder
- Objective: To gain insight into the online behaviour of Camelots ‘Young Adult’ audience
- Summary: An online campaign centering around a competition to build and win your dream day. The competition microsite gathered detailed data on ‘Young Adult’ behaviour, tastes, and social habits.
- Expertise: HTML, CSS, Flash, PHP
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